There were several reasons why Suddora and CustomOnIt shouldn’t have been successes. My friend Adam and I were working in a Michigan video store and knew next to nothing about running a business. We started with an idea to sell sweatbands, like the ones I used to wear in my band, and over several months managed to launch it legitimately. This led us to bail on the video store and move to Vegas—smack in the middle of the 2008 financial crisis. We lived on ramen noodles and little else for two years while we got the company going. Our friends took bets on how long we’d stay in business. 

But 11 years later, we have not one but several successful sports apparel businesses, I’m running a bunch of other e-commerce companies (including SweatBands.com), and we’re selling in the United Kingdom and soon in Asia Pacific. 

How did two broke-but-determined guys working in a video store get this far? We always believed in moving ahead, no matter what obstacles came our way—and we learned a lot about how technology like G Suite can make a small business look and operate like a bigger one, and how searching Google for business resources can pay off.

Starting with an idea, a domain and…ramen noodles
In my band days in Michigan, we tried to think of ways to get our name out there. Instead of the usual T-shirts or stickers, I pitched the idea of custom sweatbands since I wore sweatbands when I played guitar. I figured other people might like sweatbands with the names of their bands.

We knew we needed a web domain and email addresses so we could sell online. We found out about G Suite during a Google search, and it seemed like the most pain-free way to get started by buying the domains Customonit.com and Suddora.com (Adam made up that name. “Sudor” is Spanish for “sweat,” which is what the businesses were about, and we added the “d” and the “a” to make the name stand out.).

Even though the company was just me and Adam, we needed to look professional (and also a bit bigger than we actually were). With G Suite, we set up email aliases for various business functions, like help@suddora.com and sales@suddora.com, and arranged to route email from these addresses into our regular Gmail inboxes; that way, customers could easily reach us.

Scaling our business in the Las Vegas heat
Next, we decided to move to Las Vegas because, in the aftermath of the recession, we could live cheaply there. When we got our first big sweatband order from a major NCAA football team,  the momentum started. Now we had to scale up the business so we could handle more orders and deal with suppliers, even though we were still working out of our living room.

We grew to a five-person team, including a customer service person and a designer, and G Suite made it easy to onboard everyone quickly. In addition to giving new employees their own email addresses with the Suddora.com or STbands.com domain names, we routed emails to various people from the “help” and “sales” email aliases we had set up. We also made sure that all of our employees were set up on G Suite, too.

Once orders started to roll in from major fast-food restaurants, football teams, and sports apparel companies, our roles constantly changed. G Suite helped us shave off precious time by helping us manage email less manually—we automatically re-routed emails depending on who’s working on what. If I wanted to take on more sales work, I forwarded emails from sales@suddora.com to my inbox with one click. Same thing with customer service: We never want to lose track of customer service inquiries, which are a high priority.

In 2009, a year after starting the business, Adam and I left our part-time jobs at a local department store to run the business full-time. We promised ourselves that when we hit a revenue target of $15,000 in one month we’d buy a TV for the apartment—and we got that TV!

Going international (without leaving our office)
The business was taking off. We decided to split STbands.com into two websites: Suddora.com for sports sweatbands and CustomOnIt.com for custom apparel and party goods. We recognized that half our customers wanted athletic wear and accessories, while the other half wanted custom items like T-shirts and wristbands. It was a move that would allow each business to thrive.

Creating products and managing suppliers was getting more complicated. Once again, G Suite helped us move our business forward. We used Google search to find suppliers in China, and were able to set up supplier relationships and talk one-on-one with the people making our products—without extensive and time-consuming travel to China. You can accomplish so much with video meetings and chat.

With more suppliers and more customers, we needed to constantly up our game in terms of product design. When we create new designs it generates a ton of files and iterations, which get shared back and forth between pattern designers, photo editors, writers, and marketing professionals. To help centralize these files, we store everything in Google Drive so they can be shared and accessed anytime, from anywhere. For example, we use Sheets to house updated data on our products across all of our e-commerce platforms. 

Lessons learned
Eleven years on, I’m still learning every day about what it takes to run and grow a business. I think what helps is finding tools like G Suite that are so easy to use, you don’t need much ramp-up time to get started—nor do your employees. That means we’re all productive much faster. 

Also, you might be thinking about a million ideas for starting a business. But the truth is, you only need one—an opportunity that makes you think, “Okay, this is going to be big.” So go for it. You can’t afford not to.

Education is about more than just imparting information. For the Geneva Business School (GBS), education is about teaching the necessary skills to adapt, survive, and thrive in the world after pupils have graduated. With a diverse, international student body spread out over five campuses, the school prides itself on fostering leadership, communication, and productivity skills as well as academic achievement. In 2016, GBS began searching for ways to help its students work together and improve communication. To do that, it turned to Google Workspace for Education.

“We wanted our content stored in a digital environment where the students could collaborate on projects even when working remotely,” says Carlos Moreno Gonzalez, Barcelona Campus Director at Geneva Business School. “For us the solution was Google Workspace.”

Improving collaboration, increasing accountability

Prior to 2016, GBS’ online course components were designed to be worked on individually. Students could download course materials from extranet sites to work offline on traditional word processing and spreadsheet software. If they were working together, they had to be physically in the same room or would communicate over email. GBS places a strong emphasis on collaborative work, but in such a fragmented setup, it could be hard for professors to work out exactly who had contributed what in each group.

“In just a few clicks you can get a really good picture of the whole class. Whenever we tried this before Google Classroom, we would enter the grades manually and it took forever.”

Sabrina Espasandin, Instructional Designer and Google Trainer, Geneva Business School

For GBS, the solution came from its Barcelona campus, which has a reputation as something of an innovation hub, says Sabrina Espasandin, Instructional Designer and Google Trainer at the school. “It’s smaller than the main campus in Switzerland so there’s more scope for experimenting with new technologies,” she says. GBS wanted to do more than just upgrade its email. The objective was to build an entire online platform enabling students, faculty, and staff to not only communicate with each other, but also to use it as a productivity platform for documents, spreadsheets, presentations, and more.

Connecting students and professors with Google Classroom

After evaluating its options, the Barcelona campus chose to implement Google Workspace for Education in early 2016, largely because of the widespread adoption of Google tools by students in their personal lives. “Most of our students were very familiar with Google tools and how Google works,” says Carlos. “It made the transition much easier for them.” With such a radical change, GBS also made sure to provide adequate training for everybody to help them overcome any issues that might arise during the transition. “There was a little pushback from people who had been using the same tools for a long time,” says Sabrina. “But once they saw for themselves the benefits of the new system, we turned sceptics into believers.”

The core of the new system was Google Classroom, a single, online destination where teachers and students could quickly and easily interact with each other no matter where they were. Gmail replaced the traditional email system, easing the load on the campus servers. Live editing in Docs, Sheets, and Slides meant that students could work on projects and presentations at the same time without having to email multiple versions, which could get buried in long threads.

“It’s changed the whole way we work. Students would post questions online, and other students would answer them before the teacher got there. It means the knowledge comes from the class, not just from the professor.” –

Carlos Moreno Gonzalez, Barcelona Campus Director, Geneva Business School

The faculty used Sites as an opportunity to update their course materials from static slideshows that had to be downloaded for offline viewing, into animated, interactive pages online. Meanwhile, Forms proved itself useful as a way for professors to setup quizzes online and, in conjunction with Google Classroom, to help automate the marking process and quickly analyze results.

A new platform, a new way of working

The online hub that GBS built in Barcelona with Google Classroom and Google Workspace was very quickly seen as a success. So much so, that within six months, the school rolled out Google Workspace to all of its other campuses. As of Q3 2018, GBS has activated more than 2,300 user accounts. The students benefit from instant communication, frictionless collaboration, and the ability to work on projects outside the classroom. It also means they are in a better position to answer each other’s questions without having to wait for a response from their teacher.

Meanwhile, GBS’ teachers no longer have to deal with an extranet that required them to upload all their own content in an overly complicated way or spend hours bulk-creating new email addresses at the start of each year. “The time saved in administrative tasks has been massive,” says Sabrina. “User creation is a breeze compared to the past.” In addition, the faculty found a new efficiency with rote tasks, such as grading analysis, which allowed them to spend more time focusing on students and assessing their specific needs.

“In just a few clicks you can get a really good picture of the whole class,” says Sabrina. “Whenever we tried this before Google Classroom, we would enter the grades manually and it took forever.”

“We’ve built a very personalized online platform designed to engage students and reduce dropout rates. With Google, we hope to bring the collaborative spirit we have in our normal classes to our online classrooms.” –

Carlos Moreno Gonzalez, Barcelona Campus Director, Geneva Business School

Meanwhile, Professors have found that, despite fears of an always-online culture, the collaborative nature of the new platform empowers students to help each other instead of just relying on help from the faculty.

“It’s changed the whole way we work,” says Carlos. “Students would post questions online, and other students would answer them before the teacher got there. It means the knowledge comes from the class, not just from the professor.”

With all of GBS migrated to Google Workspace, the search is on for the next leap forward. The school is currently working hard to provide some of its courses entirely online, for students who wish to work remotely but still benefit from GBS’ superior teaching and strong reputation. The content for the new modules will be hosted on Sites, while Google Classroom will serve as a central hub for teacher-student communication. GBS is working to personalize the modules for teachers and students alike. For example, every teacher will have access to a classroom roster that provides quick links to students’ digital portfolios, also hosted on a Google Site.

Building on the knowledge it has acquired in the last two years with various Google tools, the school is trying to make online learning more effective, as well as develop more in-depth measurements of student growth and progression. As it becomes more comfortable with Google Workspace and Google Classroom, GBS can look forward to exploring its new metrics with tools such as Google Data Studio.

“We’ve built a very personalized online platform designed to engage students and reduce dropout rates,” says Carlos. “With Google, we hope to bring the collaborative spirit we have in our normal classes to our online classrooms.”

When your business is rapidly adding new employees, expanding to new countries, and always focused on staying ahead of the competition, you have to take a hard look at the tools that are slowing you down—and swap them out for better ones that can keep pace with the company. We’re expanding YoungCapital in Germany, which means more offices, more people, and more technology to make the business run smoothly. 

As we scale, Google Cloud tools like Chromebooks and G Suite help us grow our business efficiently. They free us up from sluggish, time-intensive technology that’s hard to maintain and repair, and give us the freedom to work together in faster, smarter ways.

Free from hours of device setup. Some months, there are as many as 40 new employees starting at YoungCapital—and as we continue to expand that number will continue to rise, especially now that we’ve opened three new offices in Germany. With our old Windows desktops, setting up new computers could take up to an hour per employee (which can add up to about 40 hours a month for IT). Today, using Chrome Enterprise tools, it takes about five minutes to get an Acer Spin or Pixelbook ready to hand off to a new hire—saving us more than three months per year of device setup time.

Free from VPNs. Our previous Windows machines required a complicated virtual private network (VPN) for accessing corporate files outside of the office. Using a VPN was complicated for our employees because the software wasn’t intuitive; if an employee had trouble signing into the VPN while at home or traveling, they could not log in and work as quickly as they needed to. With Chromebooks, all you need is an online connection to sign into G Suite to access files and work from anywhere. 

From our perspective, Chromebooks are resistant to threats like ransomware and phishing attacks, giving us confidence that our data can stay secure. With Chrome Enterprise Upgrade, our IT admins can strengthen security even further: for example, by enabling advanced security features that help block vulnerabilities, locking down lost or stolen devices right away, and setting device security policies in the cloud so devices everywhere are safer. 

Free from infrastructure. We used to have to invest in servers, and then add more time and money to keep them running. Now we don’t have to run the business on infrastructure or hire people to maintain it—we can just use Google’s cloud. NextNovate is helping us make the most of Google Cloud Platform, like integrating some of our proprietary applications with G Suite and building our own add-ons. For example, we created a button for Gmail that connects to our job candidate database; when candidates email us, we can click on the button and see their profiles and work experience. 

Free from multiple passwords and logins. Chrome Browser and G Suite with single sign-provider SAML are the portal to all the productivity apps our employees need. Once people log in to G Suite, they don’t have to remember a bunch of other user names and passwords. The IT team loves it too, because we don’t have to spend hours zeroing out passwords and creating new ones.

Free to manage cross-country devices easily in the cloud. Our four-person IT support team, which keeps our systems humming, hasn’t grown, even though we’ve doubled the number of employees. When we were on Windows devices, we fielded roughly 1,800 IT support requests every month. Now we get about 1,300 requests a month, from a much bigger employee base. This translates to nearly 30% fewer requests for our lean support team, which reduces their workload significantly even though we have roughly 20% more employees—all made possible with Chrome Enterprise. 

Being free of slow, high-maintenance technology doesn’t just make the IT department happy—people are actually changing how they work. They no longer send files to each other by email or struggle to keep track of versions; they store everything in Google Drive and work together in Google Docs on a single document at the same time. And instead of traveling to other offices, connecting with each other in video conferences on Hangouts Meet has become a completely natural way to do business.

With Chromebooks and G Suite, we’re ready for anything: more new markets, more employees, and more-flexible ways to work together and shake up the staffing industry.